• by Laurie Sullivan , Staff Writer, 2 hours ago

Consumer fatigue is driven not by message volume in ads, but by ads with irrelevant messages, according to a new report that analyzes Black Friday and Cyber Monday messages and campaigns.

The report finds that some 56% of consumers are bothered by message overload only when offers are irrelevant.

The data challenges the longstanding assumption that shoppers are overwhelmed by too many marketing messages during peak periods.

Consumers respond positively to frequent communication when those messages align with their interests, purchase intent and behaviors. Generic campaigns and messages, regardless of frequency, consistently underperform.

Research from Optimove identified six patterns in effective holiday marketing from campaigns that create fatigue after surveying 1,034 consumers in November 2025. The consumers were between the ages of 18 to 65 in households generating income of $75,000 and above.

Brands that execute pointless marketing using data, creative, and optimization capabilities to deliver personalized, timely messages demonstrate measurably stronger performance across these patterns, the research revealed.

Seventy-two percent of consumers said early Black Friday and Cyber Monday campaigns increase their likelihood of making a purchase.

Early promotions are no longer seen as a problem. Shoppers view them as helpful tools for planning and budgeting, but only when the message is relevant.

While 50% of shoppers choose brands that offer the biggest discount, 21% prioritize personalization, timing and convenience.

Shoppers respond more favorably to offers framed around their interests such as “Your favorite brands are now 25% off" compared with generic messaging, even when they are offered at identical discount levels.

Some 55% of consumers identify email as the most overwhelming channel during major holiday sales, followed by social media at 19%, SMS and text at 18%, push notifications at 4%, and in-app or website banners at 4%. 

In messages, exclusivity outperforms urgency, with some 53% of consumers in the survey saying they engage most strongly with loyalty or VIP-only campaigns compared with 24% who respond best to limited-time deals. Nine percent said they respond to personalized discounts, while 9% respond to gamified or interactive experiences, and 6% respond to inspirational content.

The survey also found that 46% of consumers plan to increase holiday spending compared to last year, while only 23% plan to decrease holiday spend -- despite economic uncertainty.

Shoppers are being selective but are still ready to purchase. They favor brands that help them feel confident and informed, using personalized recommendations and relevant offers.

Marketers can drive performance and make every message count by making every message relevant.